On April 4, 2025, Coc Coc officially released its Quarter I/2025 Search Trend Report, revealing a surge in public interest surrounding significant socio-political events, particularly administrative reforms like the merging of provinces and cities and streamlining the state apparatus. The report highlights a remarkable 439% increase in searches related to "merging provinces and cities," indicating a deep public engagement with these critical government decisions.
Data from the report also showed a 162% rise in queries concerning the terms "merging ministries," "reducing ministries," and "streamlining the apparatus." This reflects a growing awareness and curiosity among citizens regarding the government's efforts to improve efficiency within the public sector. The increasing interest in these reforms suggests that citizens are keen to understand how changes in governance might impact their daily lives.
Traffic regulations also captured significant attention during this quarter. Following the official launch of the Ministry of Public Security's VNeTraffic application, searches for "traffic fines" surged by 170.3%. Furthermore, citizens displayed heightened interest in the new regulations introduced in Law No. 36/2024/QH15 on Road Traffic Order and Safety, indicating a proactive approach to staying informed about legal changes affecting road use.
However, not all trends in the report were positive. Concerns regarding cross-border fraud have escalated, with searches for the keyword "Cambodia fraud" skyrocketing by 378%. This surge stems from a series of incidents involving illegal labor enticement, where victims were lured to Cambodia with promises of easy jobs and high wages, only to find themselves trapped in fraudulent schemes. Such alarming trends underline the urgent need for increased public awareness and tighter regulations on labor export management to protect citizens from becoming victims of these scams.
In the realm of technology, the smartphone market has seen a remarkable revival of small-screen models. The "Samsung Galaxy S25" emerged as the frontrunner, boasting a 271% increase in searches, outpacing competitors like the "Vivo X200" and "Xiaomi 15," which saw increases of 75% and 79%, respectively. Despite this competition, Apple retains its stronghold with the iPhone 16 and iPhone 16e, which continue to be among the most sought-after devices.
Artificial intelligence (AI) tools have also captured the public's imagination. In addition to ChatGPT, new contenders like "DeepSeek" and "Grok" have emerged, with staggering search growth rates of 274,686% and 9,080%, respectively. This trend illustrates the increasing integration of AI into everyday life and the growing demand for innovative technological solutions.
The report also highlights a troubling trend in advertising and charity transparency. On March 20, 2025, authorities penalized false advertising practices related to the product "Kera vegetable candy," which led to a 270% increase in searches for "Hang Du Muc" and a 27% rise for "Nguyen Thuc Thuy Tien." Meanwhile, TikToker Pham Thoai faced scrutiny over allegations of mismanagement concerning a donation fund for baby Bap, resulting in a 153% increase in searches for his name and a staggering 13,100% rise for queries related to "baby Bap's mother." These incidents reflect a growing demand for accountability in advertising and charitable activities.
In summary, the Quarter I/2025 Search Trend Report from Coc Coc reveals a complex landscape of public interests and concerns in Vietnam. The surge in searches for socio-political reforms indicates a populace eager to engage with government actions, while the alarming rise in fraud-related queries signals a pressing need for protective measures against exploitation. Additionally, the revival of small-screen smartphones and the growing interest in AI tools demonstrate a vibrant technological landscape, albeit one accompanied by challenges in transparency and ethical practices.
As Vietnam navigates these evolving trends, the insights gleaned from the report may serve as a crucial barometer for understanding public sentiment and priorities in the coming months.
